The menu is not just a sheet of information. A well-designed menu is both an effective marketing and merchandising tool. It can help you sell your product, create an atmosphere and improve the perceived value of your restaurant. In order for the menu to be successful, it must be enticing as well as truthful. Great food and service are important, but it is difficult to sell even the most quality of products without skillful merchandising. Your menu is your restaurant’s way of displaying what you have to offer, and if it is constructed properly, you will sell more and make your customers eager to return.